The simply-put tagline and the city's new logo were unveiled Friday at the public beach

The new statement expresses what its locals and visitors have quietly been saying for years, according to Mayor Robert Craft. "Gulf Shores offers a friendly, small-town environment to those who appreciate a safe, wholesome beach experience for their families. That's the promise we are making and we deliver," he said.

This summer, the city will be installing new signs with the new brand to help people navigate more easily through the city, according to Craft. Information kiosks and signs and colorful street banners will be added as well.

Orange Beach Mayor Tony Kennon, who attended Gulf Shores' brand launch, offered his compliments. "Gulf Shores did a wonderful job of incorporating all that they have to offer," he said.

Kennon said that his own city’s tagline is "life is better here," and noted that Orange Beach has several nice logos.

Gulf Shores set aside $200,000 for the branding project, which included hiring Great Destination Strategies of Seattle, Wash., to come up with new logo and branding plan. GDS researched the town and its history, talked to residents and visitors, and convened focus groups to see what sets the beach town apart from others.

"A brand is the city’s promise to our customers, whether it’s a tourist or our residents," said Andy Bauer, the planning director for Gulf Shores.